Austin Peay State University
Department of Communication & Theatre
COMM 3910  MEDIA RELATIONS
Mon, Wed, and Fri, 10:10 – 11:05am Trahern 420B
Spring 2007 Syllabus (3 credits) 

Instructor:         Dr. Weiwu Zhang                          

Office:              MMC 169

Office Hours:    MW1:00 – 2:00pm, TuTh 2:30 – 3:30pm & by appointment

Office Phone:    (931) 221-7973

Fax:                  (931) 221-7265                                  

Email:               zhangw@apsu.edu

Homepage:       http://www.apsu.edu/zhangw                                                 

Course Descriptions

            Catalog Description: “The professional communicator’s establishment of meaningful relationships with electronic and print media is studied including a focus on ratings, news releases, press conferences, media buying, building a network of media contacts, special event planning, and the preparation of a comprehensive media relations plan.” This course will help students develop a variety of skills to effectively deal with mass media both routinely and in times of crisis. Students will create a better understanding of the nature and changing dynamics of mass media and learn how to manage media relations to meet the needs of their organizations or clients. An emphasis will be placed on practical, hands-on writing assignments as well as conceptual issues.

Course Objectives

            By the end of the semester, this course can help students to: 

1.      understand the mass media in general and the external forces that shape media coverage;

2.      establish ongoing relationships with reporters;

3.      identify, create and update a list of crucial media contacts;

4.      develop a comprehensive media relations plan/program for an organization;

5.      master the tools of the craft in media relations including writing news releases, pitch letters, advisories, media kits; preparing for media interviews, planning and managing media events; planning a news conference, etc.;

6.      appreciate and apply legal and ethical considerations to media relations practices;

7.      understand the nature of media coverage in crisis situations

8.      prepare the crisis communication plan and manage media relations during a crisis. 

Required Texts

Howard, Carole M., & Mathews, Wilma K. (2006). On deadline: Managing media

relations (4^th ed.). Long Grove, IL: Waveland Press. Howard & Mathews 

Wilcox, Dennis L. (2005). Public relations writing and media techniques (5^th ed.).

Boston, MA: Allyn & Bacon. Wilcox 

Useful Media Relations Texts

Bland, Michael., Theaker, Alison., & Wragg, David. (2005). Effective media relations:

How to get results (3^rd ed.). Sterling, VA: Kagan Page.  

Bonk, Kathy., Griggs, Henry., & Tynes, Emily. (1999). The Jossey-Bass guide to

strategic communications for nonprofits. San Francisco, CA: Jossey-Bass.

Breakenridge, Deirdre., & DeLoughry, Thomas J. (2003). The new PR toolkit: Strategies

for successful media relations. Upper Saddle River, NJ: Prentice Hall.

Clare, John. (2001). John Clare’s guide to media handling. Burlington, VT: Gower.

Cottle, Simon. (2003). (ed.). News, public relations and power. Thousand Oaks, CA:

Sage.

Fitch, Brad. (2004). Media relations handbook for agencies, associations, nonprofits

and Congress. Alexandria, VA: TheCapitol.Net.

Hart, Hal. (2000). Successful spokespersons are made, not born: How to control the

direction of media interviews and deliver winning presentations. Authorhouse.

Henderson, David. (2006). Making news: A straight-shooting guide to media relations.

New York: iUniverse.

Henderson, David. (2005). Media relations: From a journalist’s perspective. New York:

iUniverse.  

Leinemann, Ralf., & Baikaltseva, Elena. (2004). Media relations measurement:

Determining the value of PR to your company’s success. Burlington, VA: Gower.  

Levine, Michael. (2003). Guerilla PR wired: Waging a successful publicity campaign

online, offline and everywhere in between. Chicago: McGraw-Hill. 

Ridgway, Judith. (1996). Practical media relations (2^nd ed.). Brookfield, VT: Gower. 

Schenkler, Irv., & Herrling, Tony. (2004). Guide to media relations. Upper Saddle River,

NJ: Pearson/Prentice Hall.  

Shoemaker, Pamela J., & Reese, Stephen D. (1996). Mediating the message: Theories of

influences on mass media content (2^nd ed.). White Plains, NY: Longman

Stewart, Sally. (2004). Media training 101: A guide to meeting the press. Hoboken, NJ:

John Wiley & Sons.

Weaver, David H., Beam, Randal A., Brownlee, Bonnie J., Voakes, Paul S., & Wilhoit, G. Cleveland. (2007). The                

            American  journalist in the 21^st century: U.S. news people at the dawn of a new millennium. Mahwah, NJ:                    

            Lawrence  Erlbaum Associates.

Yale, David R. (1995). Publicity and media relations checklists. Chicago: NTC Business

Books.

Yale, David R. (2001). The publicity handbook: The inside scoop from more than 100

journalists and PR pros on how to get great publicity coverage (2^nd ed.). New York: McGraw-Hill.

Useful Public Relations References

Heath, Robert. (2001).(Ed.). Handbook of public relations. Thousand Oaks, CA: Sage.

Useful Crisis Communication Texts

Cohn, Robin. (2000). The PR crisis bible: How to take charge of the media when all hell

breaks loose. New York: St. Martin’s Press.

Fearn-Banks, Kathleen. (2002). Crisis communications: A casebook approach (2^nd ed.).

Mahwah, NJ: Lawrence Erlbaum Associates.

Hoffman, Judith C. (2001). Keeping cool on the hotseat: Dealing with the media in times

of crisis. High Mills, NY: Four C’s Publishing Company.

Lerbinger, Otto. (1997). The crisis manager: Facing risk and responsibility. Mahwah:

NJ: Lawrence Erlbaum Associates.

Useful Public Relations Writing Texts

Aronson, Merry & Spetner, Don. (1993). The public relations writer’s handbook. New

York: Jossey-Bass.

Bivins, Thomas H. (2005). Public relations writing: The essentials of style and format

(5^th ed.). Boston, MA: McGraw-Hill.

Carstarphen, Meta G., & Wells, Richard A. (2004). Writing PR: A multimedia approach.

Boston, MA: Pearson/Allyn & Bacon.

Diggs-Brown, Barbara. (2007). The PR styleguide: Formats for public relations practice

(2^nd ed.). Belmont, CA: Thomson/Wadsworth.

Newson, Doug & Haynes, Jim. (2005). Public relations writing: Form and style (7^th ed.).

Belmont, CA: Wadsworth.

Rhody, Ron., & Hackley, Carol Ann. (2006). Wordsmithing: The art and craft of writing

for public relations. Boston, MA: Pearson.

Smith, Ronald D. (2003). Becoming a public relations writer (2^nd ed.). Mahwah, NJ:

Lawrence Erlbaum Associates.

Treadwell, Donald F., & Treadwell, Jill B. (2004). Public relations writing: Principles in

practice. Thousand Oaks, CA: Sage.

Yopp, Jan Johnson & McAdams, Kathy C. (2007). Reaching audiences: A guide to

media writing (4^th ed.). Boston: Allyn & Bacon.

Zappala, Joseph M., & Carden, Ann R. (2004). Public relations worktext: A writing and

planning resource (2^nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.

General Writing Guidebooks

Aaron, Jane E. (2006). The little, Brown essential handbook (5^th ed.). Boston:

Pearson/Longman.

 Goldstein, Norm. (2002).(ed.). The Associated Press style guide and briefing on media

law. Cambridge, MA: Perseus Publishing.

 Strunk Jr., William., & White, E. B. (2000). Elements of style (4^th ed.). New York:

Longman.

 Online Writing Resources

Common Errors in English http://www.wsu.edu/~brians/errors/index.html  Searchable guide to problems of spelling, grammar, usage, etc. by a Washington State University professor.

Online access to various reference books http://www.thefreedictionary.com

The Elements of Style http://www.bartleby.com/141 Online version of the popular recommended guide.

Grammar Style Reference Desk http://www.refdesk.com/factgram.html

University of Wisconsin – Madison Writing Center http://www.wisc.edu/writing/index.html

Other Online Writing Centers http://www.wisc.edu/writing/AboutUs/Links.html

Purdue University’s Online Writing Lab  http://owl.english.purdue.edu  Another useful access point to references on writing and editing.

 General References

Webster’s New World College Dictionary

The New American Roget’s College Thesaurus  

Recommended Public Relations Journals

International Public Relations Review

Journal of Public Relations Research

Journal of Public Relations Review

Public Relations Quarterly

Public Relations Review 

List of Useful Websites for Public Relations

General Information
PR Place   http://www.prplace.com
PR Web   http://www.prweb.com
PR and Marketing Network  http://www.prandmarketing.com
PR Navigator http://www.prnavigator.com/
PR Museum http://www.prmuseum.com/
PR Watch http://www.prwatch.org/
Internet News Bureau   http://www.newsbureau.com/tracking
Online PR Home Page   http://www.online-pr.com

Publications
Communication Briefings http://www.combriefings.com/combriefings.asp
O'Dwyer's Public Relations Newsletter http://www.odwyerpr.com/
PR Tactics   http://prsa.org/publications/tactics/
PR Strategist   http://cms.prsa.org/publications/strategist/
PR Week http://www.prweekus.com/
Communication World   http://www.iabc.com/cw/index.htm
Media Finder http://www.mediafinder.com

Organizations
Public Relations Society of America   http://www.prsa.org
Public Relations Student Society of America http://www.prssa.org/
International Association of Business Communicators   http://www.iabc.com
Council of Public Relations Firms http://www.prfirms.org/
International Public Relations Associations http://www.ipranet.org/
Institute for Public Relations (US) http://www.instituteforpr.com/
Institute for Public Relations (UK) http://www.ipr.org.uk/
National School Public Relations Association http://www.nspra.org/
Women Executives in Public Relations http://www.wepr.org/
AEJMC Public Relations Division http://lamar.colostate.edu/~aejmcpr
Fortune 500 http://www.fortune.com/fortune/fortune500

Press Release Distribution
Business Wire   http://www.businesswire.com
MediaLink http://www.medialink.com
PR Newswire   http://www.prnewswire.com

Job Opportunity
http://workinpr.com/

Use the Media!!!

Because the course will also focus on practical applications of public relations techniques to current issues and events, it is essential that each student also read at least one local newspaper (the Leaf Chronicle or the Nashville Tennessean), at least one  national newspaper (e.g., The New York Times, The Wall Street Journal,  The Los Angeles Times, or The Washington Post), one news magazine (e.g., Newsweek, Time, or US News & World Report), and watch a television news program regularly (e.g., CNN, ABC World News Tonight, NBC Nightly News, CBS Evening News, or ABC News Nightline) or watch BBC World Service on Nashville Public Television (NPT) at 10pm every weekday or listen to WPLN, Nashville Public Radio’s “Morning Edition, “ from 5 - 9am, Monday through Friday, “Weekend Edition” 7 - 9pm Saturday and Sunday; and “All Things Considered,” 3 - 6pm, Monday through Friday, and 4 - 5pm Sunday, Nashville Public Radio is found at 90.3FM or 1430AM.

These sources of information will keep you informed of the current events –

something each of us should do as a responsible democratic citizen. In addition, class examples will frequently be taken from recent media content and polling data, thus you will be in a better position understanding the concepts/theories discussed in class if you have already picked them up from the mass media.            

Websites for Some News Media Organizations
The Atlantic                              http://www.theatlantic.com

The Leaf Chronicle                   http://www.theleafchronicle.com

Tennessean                               http://www.tennessean.com/

The Los Angeles Times http://www.latimes.com

Newsweek                               http://www.newsweek.com

The New York Times               http://www.nytimes.com

Time                                         http://www.time.com

US News & World Report       http://www.usnews.com
The Wall Street Journal http://online.wsj.com/public/us

The Washington Post                http://www.washingtonpost.com

Course Assignments and Grading

Exams - There will be 3 exams during the semester. The format of the exams will be multiple choice, true or false, or short answer questions. The exams will cover materials from lectures, textbooks, and class discussions.

Interview of a PR Professional  – You must find and interview a public relations practitioner about how he/she does his/her media relations work and summarize the results of your interview in 3 or 4 pages. You should also be prepared to present the results of your interview in class.

 Group Projects – By the third or fourth week, each team of 4-5 students must have selected a non-profit organization for which you will produce public relations materials. Each team must produce the following projects.

1. Research plan
2. Media relations plan
3. News release
4. Pitch Letter

Detailed instructions on group projects will be provided later.

In summary, course grades will be based on the following:

Attendance/participation           5%

PR writing assignment   10%

Exam 1                         10%

Exam 2                                     15%

Exam 3                         20%

PR professional interview          15%

Group project                           25% 

            Final grades will be based on a scale with various cut-off points determined on a curve. Your assignments are evaluated on the basis of: (1) content, (2) clarity of expression, (3) extent of research, (4) analysis of material, (5) professional appearance and (6) quality of writing. All written assignments should be typed, double-spaced.   

Important Course Rules and Policies

1.      Disability note

Any student who has a disability that may affect his/her academic performance is encouraged to make an appointment with me t o discuss this matter, or you may contact Disability Services in the Clement Building, Suite 140 at 221-6230 (Voice) or 221-6278 V/TDD. 

2.      Attendance

Attendance is mandatory and taken. My lectures may not necessarily be redundant with textbook materials. If you miss classes, it’s your loss as exams will cover both textbooks and lecture materials. The bottomline is that if you miss many classes, you won’t learn the material and your grades will DEFINITELY suffer. You are allowed two absences. Missing three or more classes will result in a full letter grade reduction.  

3.      Coming in late or leaving early

Being late is a sign of disrespect toward the instructor and your fellow classmates

and is not tolerated. If you are more than 5 minutes late, do not enter and disrupt the class. Once you’re in the classroom, you can’t leave early.  

4.      Academic integrity

Cheating on exams or plagiarism or any form of violation of the University honor code is serious offense and will be dealt with appropriately ranging from a failing grade for an assignment, for the entire course to even expulsion from the University. The work you turn in must be entirely your own. 

5.      Late assignments

Late assignments will be accepted only under extreme circumstances on a case-by-case basis and will be docked by one letter grade per day.    

6.      Make-up Exams

No make-up exams will be given except in the cases of family emergency, incarceration, official APSU business, or other life-threatening situations. You must notify me IMMEDIATELY prior to or after a scheduled exam and show me an adequate written documentation to qualify for a make-up exam. If the exam schedules conflict with a religious holiday or existing travel plans, bring this to my attention by the end of the second week of class. Having more than one exam on the same day or buying an airline ticket to be out of town early does NOT constitute a legitimate reason to miss an exam in this course. After the second week of class, only those with a formal, written excuse from a doctor will have exams rescheduled. Any others who miss an exam will receive a zero for that exam and, most likely, fail the course.  

7.      Incompletes

I don’t give them. The only way to qualify for consideration of an incomplete is for extreme cause to be determined on a case-by-case basis.  

Instructor’s Educational Philosophy

I believe that the major purpose of teaching is the nurturing of students’ curiosity, the logical and creative ways of thinking, and essential skills of observation and task execution that lead to life-long, self-initiated learning. In keeping with this philosophy, I will give you what you want to know and what I think you NEED to know, and provide as much intellectual stimulation as my abilities permit, but I also expect you to challenge me and to question my and other scholars’ assumptions. I expect you to take an active part in this learning process. I am “notoriously” good at getting you to worry more (to a certain extent), so don’t sit back and expect me to entertain you. In addition, learning involves more than memorizing facts and figures. The most useful learning, I think, is about how to think, both creatively and critically; how to find, use, and evaluate information; and how to express ideas effectively in writing and speech.   

Final Note

            While I do not regularly lose things, I expect that you will make a copy of everything you give me. Should there be any dispute about what you turned in, I will expect to be able to ask for a xerox copy of the paper within a reasonably SHORT time period (same day as requested). If you are unable to produce one, I will consider this as evidence that the paper is not turned in at the assigned time. At any rate, the dollar it costs you to make a photostat is a small price to pay to insure the document on which you have spent a chunk of your life.

Outline of Topics

1.      Introduction to Media Relations

2.      Getting Started in Media Relations

3.      Theories of Communication & Persuasive Writing

4.      Research (1) and (2)

5.      Media Relations Plan (1) and (2)

6.      Understanding Media (1) and (2)

7.      What is News?

8.      News Release (1) and (2)

9.      Pitch Letters, Advisories, and Media Kits (1) and (2)

10.  Guidelines for Interacting with Reporters (1) and (2)

11.  Distribution of PR Materials and Media Lists

12.  Public Relation Ethics and Law (1) and (2)

13.  Dealing with Your Boss and Internal Politics

14.  Media Interviews (1) and (2)

15.  Media Events and News Conferences (1) and (2)

16.  Speeches and Presentations

17.  Measurement/Evaluation (1) and (2)

18.  Global Media Relations

19.  Crisis Communication (1) and (2)

20.  When and How to Hire a PR Agency

21.  Future of Media Relations Work

Course Schedule

 Note: The following is a guidepost only; we won’t follow this to the letter.